Toyota sells only 18 EVs in Japan in August
What's the story
Toyota, including its luxury Lexus brand, sold just 18 electric vehicles (EVs) in its home market of Japan in August. This is a stark contrast to the global trend where Toyota and Lexus have sold over 117,000 battery electric vehicles (BEVs) worldwide so far this year. In August alone, Toyota and Lexus sold over 17,000 EVs globally. However, the domestic market has not been as receptive to these electric models.
Market challenges
A dismal domestic performance
Japan's domestic market has been slow to adopt electric vehicles. Toyota and Lexus together sold only 469 EVs in Japan until August this year. This is a far cry from the 2,038 units sold in the entire year of 2024. The slow adoption rate can be attributed to a lack of government support and fewer options compared to gas-powered hybrids.
Market competition
BYD's struggles mirror Toyota's
Even BYD, a company that has seen explosive growth in most markets, has struggled to gain traction in Japan. Since its first vehicle launch in January 2023, BYD has sold only 5,300 vehicles through June this year. The company is now offering discounts of up to ¥1 million ($6,700) on its vehicles to attract more customers.
Hybrid success
Meanwhile, hybrids are thriving
Despite the struggles with electric vehicles, Toyota's hybrid sales have seen a nearly 10% increase this year in Japan. Over 603,600 hybrids were sold during this period. Outside Japan, the growth is even more impressive at 14%, with over 2.3 million models sold through August. This shows that while EVs are struggling to find their footing in the domestic market, hybrids continue to be a popular choice among consumers.